深圳奧德-奧德10載感恩有愛 ——深圳奧德十周年店慶感恩節(jié)狂歡夜

1、奧德奧德1010載載 感恩有愛感恩有愛 深圳奧德十周年店慶感恩節(jié)狂歡夜深圳奧德十周年店慶感恩節(jié)狂歡夜QM ten-years Thanking for love Shenzhen Queen Mate Ten-years Thanking Carnival 深圳奧德深圳奧德 SA44011 2012 SA44011 2012年年 10 10月月Shenzhen Queen Mate, October 20122目 錄 Contents l活動(dòng)背景活動(dòng)背景 Backgroundl活動(dòng)目的活動(dòng)目的 Purposel活動(dòng)概況活動(dòng)概況 Summary of activitiesl活動(dòng)內(nèi)容活動(dòng)內(nèi)容 Ac

2、tivity contentl活動(dòng)流程活動(dòng)流程 Activity flowl媒體投放媒體投放 Media Propagandal工作安排工作安排 Job schedulel活動(dòng)預(yù)算活動(dòng)預(yù)算 Budget3 2022-6-8n 活動(dòng)背景活動(dòng)背景11月奧德十周年店慶月，同時(shí)又恰逢臨近感恩節(jié)，結(jié)合這兩個(gè)時(shí)間契機(jī)做回饋購車活動(dòng)，促進(jìn)銷售，最適不過。November - ten anniversary month, at the same time also coincides with the approaching Thanksgiving, the combination of these two

3、 time feedback car buying opportunity, promote sales, the most suitable but.經(jīng)過十月份國慶車展銷售高峰期后，進(jìn)入銷售逐漸疲乏，公司需要通過一定的方式來吸引客戶到店，從而提高到店量，為銷售輸入客戶。 After the October national day auto sales peak after entering the sales gradually, fatigue, companies need some way to attract customers to shop, to thereby improv

4、e the shop quantitysales input。深圳金九銀十的車市已經(jīng)過去，經(jīng)銷商面對雙方面壓力，一方面是自身較大的庫存，同時(shí)還面臨著同品牌經(jīng)銷商及競爭品牌所帶來的壓力。Shenzhen golden nine silvers ten car city have in the past, face the double pressure of dealers, one is its large inventory, but also faces the same brand dealers and competitive pressures2012第四季度屬于沖刺階段，各競爭對手

5、相繼推出了較大的市場的廣告投放及促銷手段，從而確保完成年任務(wù)。2012 fourth quarter belongs to the sprint stage, each competitor has launched a large market advertising and promotions, to ensure the completion of tasks市場情況市場情況BackgroundMarket situation4 2022-6-8n 活動(dòng)背景活動(dòng)背景 現(xiàn)市場口碑度及美譽(yù)度良好，在區(qū)域內(nèi)具有較大的市場知名度； 奧迪品牌強(qiáng)有力的品牌影響力支撐； 客戶保有量大及東益店片區(qū)發(fā)展

6、成熟，客流量較大。展廳面積較小，容納客量有限；東益店位居羅湖老城區(qū)，停車位供應(yīng)緊張，一定程度上影響客流量。進(jìn)口車系銷量略低。 受政策影響，市場排斥日系車情緒嚴(yán)重，競受政策影響，市場排斥日系車情緒嚴(yán)重，競品日系車銷售受到很大的影響；品日系車銷售受到很大的影響； 下期為傳統(tǒng)汽車行業(yè)的銷售旺季，將迎來銷售高峰； 擁堵帶來城市限購擴(kuò)大化的風(fēng)險(xiǎn)（如廣州），不少客戶將提前購車。 油價(jià)高位徘徊； 整體市場經(jīng)濟(jì)及宏觀政策不明朗； 區(qū)域內(nèi)經(jīng)銷商快速擴(kuò)張，進(jìn)一步加劇競爭力。SWOTSWOT分析分析5 2022-6-8n BackgroundSWOT analysisSuperiorityDisadvantage

7、OpportunityThreaten Now has a good reputation and reputation, in the region has a large market visibility; The support of Audi brand strong brand The amount of customer retention and the East Yidian area development is mature, guest flow is larger. Affected by the policy, the Japanese car market exc

8、lusion severe mood, competitive Japanese car sales greatly affected; Next time for the traditional automotive industry sales season, will usher in the peak sales; City traffic has limited the expansion of risk ( such as Guangzhou ), many customers to purchase a car. Exhibition area is lesser, to acc

9、ommodate passenger limited; East Yidian in Luohu old city, parking supply, degree of passenger flow. Import car sales were slightly lower Oil price perch wanders; The overall market economy and macroscopical policy is not clear; The rapid expansion of regional distributors, further intensified compe

10、tition.6 2022-6-86他們擁有睿智睿智的洞察力，具有獨(dú)特的追求與品位；有冷靜的思辨能力，具有成熟的人生經(jīng)驗(yàn)；積極進(jìn)取，對生活充滿追求對生活充滿追求；他們自覺地歸入某個(gè)共同趣味的圈子圈子，以此展開社交 年齡主要集中在30-45歲； 收入穩(wěn)定，經(jīng)濟(jì)實(shí)力較好n 基本特征基本特征 敢于冒險(xiǎn)，意識超前；對自我身份地位有優(yōu)越感。n 心理特征心理特征征征n 購買特征購買特征客戶精神演繹客戶精神演繹 對車輛性能及操控感有較高要求； 注重車輛的線條設(shè)計(jì)感，熱愛汽車。n 活動(dòng)背景活動(dòng)背景7 2022-6-8n BackgroundCustomer analysisThey have wisdom a

11、nd insight, with unique pursuit and taste;A calm thinking, with mature experience in life;Active enterprising, full of life and the pursuit of;They consciously placed in a common interest group, to launch social . .Basic featuresCustomer age mainly concentrated in the 30-45 years old;A stable income

12、, economic actual strength is betterPsychological featureDaring, consciousness in advance; The ego identity status has a sense of superiority.Purchase characteristicsOn vehicle performance and handling is required;Pay attention to vehicle line design, like the car.8 2022-6-8本案主要解決的問題本案主要解決的問題This ca

13、se mainly solves the problem現(xiàn)需通過市場活動(dòng)，加大對奧迪車型的廣告支持，有效幫助提升集客和拉動(dòng)銷售。Is required by market activity, increase pair of Audi advertising support, effective help set off and drive sales.部分奧迪進(jìn)口車型，集客量不足，影響銷售，造成較大的庫存壓力。為了第四季度沖銷量，需要有市場推廣活動(dòng)支持。Part of imported cars Audi, collection of passenger capacity is insuff

14、icient, affect the sale, resulting in a larger inventory pressure. Fourth quarter sales for punching, need marketing activities supportn 分析結(jié)論分析結(jié)論conclusion提升深圳奧德奧迪的品牌形象，提高深圳奧德在區(qū)域內(nèi)的及美譽(yù)度，建立良好的口碑。Promote Shenzhen Aode Audi brand image, improve Shenzhen Aude in the region and reputation, to establish a

15、good reputation.9 2022-6-8尋找適當(dāng)?shù)臅r(shí)機(jī)，適當(dāng)?shù)姆绞絋o find the right moment, proper way奧德需要感恩：奧德需要感恩：十年歷程，奧德離不開車友朋友的支持與信任。而在感恩節(jié)之際，亦是奧德十周年，深圳奧德奧迪將以激動(dòng)人心的購車折扣，扣人心弦的夜晚，宴謝每一個(gè)客戶。QM needs gratitude : ten years on, Aude is inseparable from the support of friends and trust you. In the Thanksgiving Day during, also be th

16、e ten anniversary of the Shenzhen company, Audi TT will be exciting car buying discount, exciting night, feast to thank every customer.怎么才能解決問題？怎么才能解決問題？How to solve the problem?客戶需要感恩：客戶需要感恩：在人生的成長歷程中，我們總有一位恩人常駐心中，或羞于表達(dá)，或失去聯(lián)系，但一段恩情背后總是隱藏著一段故事.Customer needs gratitude: in the process of growing up i

17、n life, we always have a benefactor to heart, or shy to express, or lost contact, but a section of kindness are always hidden behind a story.社會(huì)需要社會(huì)需要感恩感恩：活動(dòng)結(jié)束后，奧德替客戶感恩，傳遞恩情。同時(shí)，組織成立活動(dòng)結(jié)束后，奧德替客戶感恩，傳遞恩情。同時(shí)，組織成立“奧德愛心傳奧德愛心傳遞俱樂部遞俱樂部”，成員優(yōu)先試駕新到店車型，客戶對貧困村莊的學(xué)校進(jìn)行愛心捐贈(zèng)，奉獻(xiàn)愛心，成員優(yōu)先試駕新到店車型，客戶對貧困村莊的學(xué)校進(jìn)行愛心捐贈(zèng)，奉獻(xiàn)愛心，體現(xiàn)奧德奧

18、迪的社會(huì)責(zé)任感。體現(xiàn)奧德奧迪的社會(huì)責(zé)任感。Thanksgiving society: after the activity ends, Aude customers for Thanksgiving, transfer. At the same time, organized love team members first ord , drive to store new models, customers of impoverished village school donation, dedication love embodied Audi TT s sense of social re

19、sponsibility.10 2022-6-8增加深圳奧德奧迪市場傳播聲音，提升產(chǎn)品關(guān)注度 The increase in Shenzhen Audi TT market spread sound, enhance product awareness配合感恩節(jié)及奧德十周年，提升傳播聲音，增加市場美譽(yù)度With thanksgiving and ord ten anniversary, enhance communication voice, increase market reputation提升奧迪的集客量，增加銷售。有效協(xié)助減輕庫存壓力Promote Audi set volume, i

20、ncrease sales. Help reduce the pressure on stocksn 方案目的 Purpose11 2022-6-8n 活動(dòng)概述 Summary of activities區(qū)域內(nèi)各經(jīng)銷商都相繼推出大量的優(yōu)惠促銷推廣活動(dòng)Various dealers in the region have launched a lot of promotions campaign借助奧德十周年及感恩節(jié)來臨之際，采取線上預(yù)熱+線下刺激的方式，通過線下活動(dòng)現(xiàn)場氣氛的刺激，優(yōu)惠力度的誘惑，同時(shí)現(xiàn)場的感恩環(huán)節(jié)等，來一次購車狂歡，促進(jìn)銷售，通過活動(dòng)后感恩送禮及成立“奧德愛心車隊(duì)”的環(huán)節(jié)提高市

21、場美譽(yù)度。With the dawn of the Oders tenth anniversary and Thanksgiving, take online preheat + line under the stimulus of the way through the line the activities the site atmosphere of the stimulus, the temptation of preferential scene Thanksgiving links to a car carnivalpromote sales。Through the activit

22、ies after Thanksgiving gifts and established Aude love team link to improve market reputation.12 2022-6-8n 活動(dòng)概述活動(dòng)概述Summary of activities 活動(dòng)主題：奧德10載 感恩有愛 深圳奧德十周年店慶感恩節(jié)狂歡夜 Theme：QM ten-years Thanking for loveShenzhen Queen Mate Ten-years Thanking Carnival 活動(dòng)時(shí)間：11月14日 Date：November 14 ,2012 活動(dòng)地點(diǎn)：深圳奧德東益展

23、廳 Place: Shenzhen Queen Mate Audi Show Room 活動(dòng)內(nèi)容：激情秀舞、競拍秒殺、感恩連線、感恩送禮 Content：Passion show dance、Auction seckill、Telephone Thanksgiving、Thanksgiving gifts 活動(dòng)人數(shù)：約60人 People amount：About 60 活動(dòng)車輛：全系 Cars for the event: all series 目標(biāo)客戶Target participants ： 本司奧迪老客戶 約10人 Audi intented customers; about 10 合

24、作商戶意向客戶 約10人Intented customers from cooperated company; about 10 網(wǎng)絡(luò)、短信等宣傳渠道收集的潛在客戶 約30人 Intented customers from network, message and other communication channels about 30 媒體 約10人Media about 1013 2022-6-8n 活動(dòng)內(nèi)容活動(dòng)內(nèi)容Activity contentOn-line：The micro-blog activities as interactive platform, using the fo

25、rwarding Shenzhen Aode official micro-blog as form, and the content is integrated in a comprehensive campaign page for information transfer;Online and offline combination, participants in Thanksgiving photos or write thank-you book with sina micro-blog global Audi ShenzhenQueen Mate, will have the o

26、pportunity to completed their Thanksgiving wishes and receive a gift.Line activities on-site micro-blog on the wall線上線上： 以微博作為活動(dòng)互動(dòng)平臺，用轉(zhuǎn)發(fā)深圳奧德官方微博作為表現(xiàn)形式，并將內(nèi)容整合于綜合性活動(dòng)頁面中進(jìn)行信息傳遞； 線上與線下相結(jié)合，參與者曬感恩照片或?qū)懜卸鲿l(fā)新浪微博全球奧迪 深圳奧德，將有機(jī)會(huì)獲得參與在“奧德十載 感恩有愛”深圳奧德十周年店慶感恩節(jié)狂歡夜活動(dòng)現(xiàn)場，完成自己的感恩心愿及獲贈(zèng)一份精美禮品。線下活動(dòng)現(xiàn)場微博上墻線下活動(dòng)現(xiàn)場微博上墻14 2022-6

27、-8n 活動(dòng)內(nèi)容活動(dòng)內(nèi)容Activity content線下線下： 奧德奧德1010載載 感恩有愛感恩有愛 深圳奧德十周年店慶感恩節(jié)狂歡夜深圳奧德十周年店慶感恩節(jié)狂歡夜 感恩：客戶現(xiàn)場感恩，奧德感恩回饋客戶，奧德替客戶感恩。 狂歡：奧迪車限時(shí)促銷狂歡、奧德十年狂歡。 這是奧德十年的生日盛宴，亦是感恩節(jié)之時(shí)，激動(dòng)人心的購車折扣，扣人心弦的夜晚，這是一個(gè)感恩狂歡夜。 感恩狂歡夜后，感恩狂歡夜后，“奧德愛心車隊(duì)奧德愛心車隊(duì)“為幸運(yùn)客戶送上感恩禮，提升市場美譽(yù)度為幸運(yùn)客戶送上感恩禮，提升市場美譽(yù)度Below the line： QM ten-years Thanking for love Shenzh

28、en Queen Mate Ten-years Thanking Carnival Thanksgiving： Customer on-site Thanksgiving、Queen Mate gratitude customers、In oder to customers for Thanksgiving Carnival：Audi time-limited sales promotions Carnival、Carnival of Queen Mates 10th Anniversary Thanksgiving carnival night: This is Queen Mate ten

29、 years birthday feast, is also Thanksgiving, exciting car buying discount, exciting night, this is a Thanksgiving Carnival night.Thanksgiving Eve, QM love team for the lucky customer send a Thanksgiving ceremony, enhance market reputation15 2022-6-8n 活動(dòng)流程（活動(dòng)流程（1111月月1414日感恩活動(dòng)現(xiàn)場）日感恩活動(dòng)現(xiàn)場）16 2022-6-8n

30、Activity flow17 2022-6-8活動(dòng)主視覺活動(dòng)主視覺18 2022-6-8場地布置場地布置 Site layout19 2022-6-8活動(dòng)物料活動(dòng)物料 Campaign materials背景板 Background board臂貼 Arm Patch20 2022-6-8感恩書Thanksgiving book活動(dòng)物料活動(dòng)物料 Campaign materials邀請函Invitation card21 2022-6-8配合狂歡的音樂，來賓通過一條迷宮通道，通道配合狂歡的音樂，來賓通過一條迷宮通道，通道布滿裝扮飾物，來賓可選擇一款喜歡的帶走，作布滿裝扮飾物，來賓可選擇一款喜

31、歡的帶走，作為紀(jì)念。為紀(jì)念。With carnival music, guests through a labyrinth channel, channel is full of lovely small ornaments as well as Thanksgiving card guest may choose a love away, as a memorial別具心裁地活動(dòng)場地入口別具心裁地活動(dòng)場地入口Dont ingenious activities entrance在入口身著貴族服裝的禮儀小姐做微笑迎賓。簽到區(qū)處同樣設(shè)置由身著身著貴族服裝的禮儀小姐組織來賓簽到。In the ent

32、rance in the aristocratic clothing etiquette Miss smile welcome. Attendance zone is also provided with a noble clothing etiquette Miss organization guest sign-inr. 迷宮通道迷宮通道Labyrinth channel簽到簽到Reception desk迷宮通道 Labyrinth channel22 2022-6-8簽到板Sign board23 2022-6-8隨處堆積的大小禮品盒，南瓜模型，節(jié)日氣球與小彩旗串，憨態(tài)可愛的小維尼熊等

33、等你能在感恩節(jié)見到的各種情景在派對狂歡圣地都能得到體現(xiàn)。 在感恩大餐的長條餐臺，擺放一只象征吉祥團(tuán)圓的大火雞。Everywhere is packing size gift boxes, pumpkin model, festive balloons with small flags string, very lovely Winnie the pooh . . You can see a variety of scenarios in a Thanksgiving party can be reflected. At Thanksgiving dinner of the long table

34、, placed a symbol of auspicious happy turkey.現(xiàn)場包裝現(xiàn)場包裝The field of packaging禮品盒 Gift box活動(dòng)桌椅 Tables and chairs南瓜模型 Pumpkin model24 2022-6-8滑稽的小丑為小朋友及客戶送上各種精美的小賀卡及美食，“鳥叔”團(tuán)隊(duì)以當(dāng)下最流行的以當(dāng)下最流行的江南江南stylestyle舞曲作主導(dǎo)，配合燈光音響效果，吸引眾人眼光。舞曲作主導(dǎo)，配合燈光音響效果，吸引眾人眼光。Funny clown for small friends and customers to send all ki

35、nds of exquisite small greeting card and food; Mou team to present the most popular Changjiang Delta style dance as dominant, with lighting and sound effect, to attract the public eye.狂歡派隊(duì)人員狂歡派隊(duì)人員Orgy party staff秀舞團(tuán)隊(duì)Dancing team樂隊(duì) Band服務(wù)生 The waiter25 2022-6-8狂歡感恩大餐狂歡感恩大餐Carnival, Thanksgiving dinne

36、r餐臺已被精美燭臺、漂亮的餐具及漂亮的玫瑰裝點(diǎn)一新；為客戶準(zhǔn)備了豐盛的感恩節(jié)美食:烤火雞、南瓜餅、大面包、彩色玉米棒、水果沙拉，果醬等。Dining table has been beautifully Candlestick, beautiful tableware and beautiful rose a new decorated; for customers to prepared a big Thanksgiving food: roast turkey, pumpkin pie, bread, color of corn, fruit salad, jam etc。感恩大餐 Tha

37、nksgiving dinner26 2022-6-8現(xiàn)場奧德感恩送禮現(xiàn)場奧德感恩送禮The site presents抽獎(jiǎng)抽出抽獎(jiǎng)抽出1010位幸運(yùn)觀眾，位幸運(yùn)觀眾，1010名幸運(yùn)觀眾每人分別獲得一份精美禮品。名幸運(yùn)觀眾每人分別獲得一份精美禮品?，F(xiàn)場成交客戶砸金蛋獲大獎(jiǎng)?，F(xiàn)場成交客戶砸金蛋獲大獎(jiǎng)。Lottery draw 5 lucky 5 lucky audience audience, each were given a giftSite customer smashing golden egg prize抽獎(jiǎng) Luck draw砸金蛋 mashing a golden egg27 20

38、22-6-8活動(dòng)現(xiàn)場幸運(yùn)客戶及微博中獎(jiǎng)客戶發(fā)表感恩宣言Activities at the scene of the lucky customer and winning customers micro-blog published Thanksgiving Proclamation 客戶現(xiàn)場感恩客戶現(xiàn)場感恩Customer on-site Thanksgiving客戶簡述故事 Client brief story感恩墻 Thanksgiving wall28 2022-6-8 感恩送禮（感恩送禮（1111月月1515日）日）sending gifts for Thanksgiving替在11月

39、14日獲獎(jiǎng)客戶及微博獲獎(jiǎng)客戶送上感恩禮，答謝曾經(jīng)給予客戶幫助的人，增加奧德美譽(yù)度。Who won the prize in November 16th customers and micro-blog winning customers send Thanksgiving ceremony, thanks once to give customers the help, increaseQueen Mate reputation.送禮 sending gifts 29 2022-6-8n 媒體投放媒體投放 Media Propaganda30持續(xù)期媒體排期媒體排期媒介類型媒介類型報(bào)名征集期活動(dòng)

40、當(dāng)天網(wǎng)絡(luò)網(wǎng)絡(luò)媒體硬廣投放媒體硬廣投放活動(dòng)現(xiàn)場報(bào)道活動(dòng)現(xiàn)場報(bào)道活動(dòng)軟文報(bào)道活動(dòng)軟文報(bào)道1111月月1 1日日1111月月1 13 3日日廣播廣播傳播目的傳播目的活動(dòng)信息告知活動(dòng)信息告知持續(xù)活動(dòng)影響力持續(xù)活動(dòng)影響力持續(xù)信息告知持續(xù)信息告知宣傳品牌活動(dòng)宣傳品牌活動(dòng)提升品牌形象提升品牌形象1111月月1 14 4日日事件跟蹤事件跟蹤報(bào)道報(bào)道定向短信定向短信媒體專題報(bào)道媒體專題報(bào)道廣播廣播定向短信定向短信定向短信定向短信1111月月3030日日n 媒介排期媒介排期31 Durationmedia scheduling Media TypeMedia TypeApplicationActivity day networknetworkMedia special reportLive reportLive reportEvents reports11月月1日日11月月13日日broadcastbroadcastBroadcast Broadcast intetionintetionInformation informeContinue activity impactContinue information informedAdvertise brand imagePromote brand image11月月14日日E